InsightsThe whisky and spirits industry is built on stories — of people, places and production.
Through our work with distilleries and drinks brands around the world, we see first-hand how communications shapes the way those stories are told.
In this section we share observations and analysis on whisky, media and brand storytelling, drawing on our experience working across the whisky industry.
Why I love Bruichladdich Old Skool so much
I’ve done more than a few packaging announcements in my time in whisky. And you don’t need Jane Austen to tell you that it’s a truth universally acknowledged that the “innovative new look and feel that showcases the flavour cues of the range” is actually just a sans serif font and a splash of purple.
The Press Office Is Dead: Why Always-On PR No Longer Works
Always-on press offices are outdated in today’s media landscape. Here’s why PR needs to shift to relationship-led, high-impact strategies.
Why Investing in PR During a Downturn Can Be the Smartest Move a Whisky Brand Makes
How to Plan a Distillery Press Trip: Lessons from Ten Years of Media Visits
How to Plan a Distillery Press Trip: Lessons from Ten Years of Media Visits
Three Interesting Trends in Modern Malt Whisky
There are dozens of developments shaping the category right now, but a few stood out as particularly interesting. Here are three that feel especially worth watching.
Why Brand-Agnostic Press Trips Work
Why brand-agnostic whisky press trips are an effective way to showcase distilleries, regions and production philosophies while creating richer stories for journalists.